Columbia’s bold brand relaunch: Connecting with new audiences while honoring Its roots
Columbia has completed a comprehensive brand relaunch featuring a humorous campaign approach that returns to the company’s 1980s roots while targeting younger consumers in an increasingly competitive outdoor market. In this interview, Romain Cancilleri-Michy, Senior Brand Marketing Manager Europe at Columbia, explains how the company and modern consumers understand outdoor today and how it is positioning itself for long-term growth in a highly competitive market.
Atomic enters apparel market to expand long-term brand strategy
Austrian ski brand Atomic will enter the alpine apparel market in winter 2025/26, marking its largest portfolio expansion in decades as the company aims to build a comprehensive winter lifestyle brand beyond equipment.
FESI: ‘Our members are committed to staying the course’
Secretary General Jérôme Pero explains how FESI works to turn EU sustainability and digital policies into workable solutions.
Richard Kuchinsky: ‘A sustainable shoe must be a good shoe first, sustainable second’
Leading footwear designers reveal the complex trade-offs between sustainability and performance in running shoes.
Melissa Kaar: 'Regardless of race, gender identity, sexual orientation, ability – there is a place for everyone in sport'
Managing director Melissa Kaar discusses the adidas Foundation’s evolution from startup phase to independent entity, detailing challenges from bank accounts to building trust with grassroots partners using sport for social change.
Decathlon and Rheon Labs in first, but not last, compression-collaboration
SGI Europe has spoken with the Development Director at Rheon to learn more about its collaboration with Decathlon.
Intersport CEO Foley highlights running boom, stresses local approach
Tom Foley says that running is Intersport’s standout category, while outdoor has not yet reached former levels.
Sneakersnstuff returns with former CEO: New owners have ‘long-term vision and commitment’
Following its bankruptcy in January 2025, classic sneaker retailer Sneakersnstuff (SNS), which three years ago had annual sales of €100 million, gained a new owner in German investment company Reziprok. The company contacted one of SNS’s founders, Erik Manzano Fagerlind (of Sweden), and asked if he wanted to return to the company he started with Peter Jansson in Stockholm in 1999. He did.
How sport can drive societal change in times of crisis – An interview with Marcel Aberle
The futurologist is convinced that the sports industry can drive forward the current transformation.
"We’re thinking too small about sport"
Why sport needs a bigger stage: FESI’s Michael Nendwich on health policy, community power and the industry’s untapped potential.
